The Purchasing Behavior of Online Retailers from China in the Northeastern Region of Thailand

Abstract

This study aimed to 1) investigate the purchasing behavior of online retailers in the Northeastern region of Thailand toward products imported from China; 2) compare the personal factors of online retailers with their decision-making behavior regarding the purchase of Chinese products; and 3) examine their attitudes toward Chinese products in comparison with Thai products based on marketing mix factors. The study population consisted of online retailers in Northeastern Thailand. The sample size was calculated using a 95% confidence level, resulting in a minimum requirement of 385 participants. Purposive sampling was employed to select only those who regularly purchased products from China via online platforms, with an equal distribution across provinces averaging 20 participants per province, totaling 400 respondents. The research instrument was a questionnaire assessing the purchasing behavior of online retailers regarding Chinese products. Its content validity was reviewed by three experts, and the reliability of the entire questionnaire was confirmed with a Cronbach’s alpha coefficient of 0.862.
The findings revealed that 1) most online retailers had 2–3 years of experience in e-commerce and primarily used Taobao as their main purchasing platform, followed by Tmall and Shopee. The main sources of imported goods were China, South Korea, and Japan, with purchases occurring 2–3 times per month. Before making a purchase decision, retailers typically compared product quality based on customer reviews, ratings, and product demonstration videos. The most frequently imported products included furniture, household items, stationery, and lifestyle goods, with bulk orders exceeding 20 items per transaction and an average spending range of 4,001–5,000 THB per order. The key factors influencing purchasing decisions included supplier promotions, which served as the primary motivation, followed by confidence in product quality and a reliable and diverse payment system. Overall, online retailers expressed moderate satisfaction with purchasing products from China, with the highest satisfaction in pricing, followed by process efficiency, and product quality, which was rated at a moderate level. 2) The comparison of personal factors (gender, age, marital status, education level, occupation, average monthly income, and internet usage) indicated that these factors did not significantly influence purchasing behavior regarding Chinese products. 3) Regarding attitudes toward Chinese products compared to Thai products based on the 7Ps marketing framework, Chinese products were preferred due to their lower costs, competitive pricing, and product variety. However, concerns were raised regarding quality inconsistencies, particularly in high-standard products such as automotive parts, where durability remained a major concern. In terms of distribution channels, China demonstrated a more extensive global supply network and superior logistics and payment systems. For promotional strategies, both China and Thailand adopted similar online marketing approaches, but China’s campaigns were more attractive and engaging. However, Chinese product packaging often used lower-quality materials, leading to shipping damages and discrepancies between advertised and received products. In contrast, Thai products emphasized high-quality and sustainable packaging. In conclusion, online retailers had positive attitudes toward Chinese products in terms of pricing and distribution channels but remained concerned about product quality and reliability.